Online rapid fulfillment convenience store Gopuff is launching Retail Brand (private brand) products as it aims to provide its customers more options than competitors.

Gopuff will launch a new brand called Basically. The first SKU is expected to be bottled water. The retailer has filed trademark applications for private brands that includes snacks, household products and health and wellness products, prescription medication, and medical testing devices.

The Philadelphia-based startup was started by cofounders Rafael Ilishayev and Yakir Gola while they were sophomores at Drexel University in Philly when they decided that stocking their college townhouse with snacks and essentials was taking too much time & too many trips to the store on top of balancing school, work, friends & family. So they spent all night drafting mock-ups of the app on the back of their class notes. Three months later, they were delivering those same convenience items from the back of their Plymouth Voyager around campus. The service caught on, the name stuck, and 8 years, 500+ micro-fulfillment centers, BevMo! and Liquor Barn stores, and thousands of employees later, the retailer is delivering to customers in more than 1,000 cities.